And squawk box begins right now. Good morning, everybody. Welcome to squawk box here on cnbc on this jobs friday. Im becky quick along with joe kernen and Andrew Ross Sorkin. And we are past the point of no return. We have a rocking lineup for you today. Kelly king, the bb c ceo, roche ceo chevron swan and Houston Texas owner robert mcnair. We have matt shattock. Were going to be covering jobs in the market. Vince reinhart will be joining us. And what is a jobs friday without a little shot of rock and roll . Kansas is celebrating 40 years in the music business. It has been a very changed scene over those 40 years. We have the founding member, drummer and band manager phil e. Hart. Andrew, obviously, we have it all today. We do, we do. Its great to see you, becky. Joe mentioned stocks are off to a very strong start this year. If you believe in the january barometer, its a great sign for the bulls. The theory satsdz that the s p direction in january sets the tone for the next 11 months. The s p ridesing more than 5 for this january. The transports, by the way, Even Stronger with a more than 9 gain. The nasdaq also positive, up 4 . Here are a few stats of note that are worth thinking about. It was the best month for the dow industrial transports and s p 500 since october 2011. The best january for the dow industrials since 1994. Its the strongest start to the year for transports since 1991 and the largest january returns for the s p 500 since 1997. Professor Jeremy Siegel reiterating his call yesterday morning. Were going to see earnings per share 5 to 8 higher. Were going to see expandables which will send us well above 15,000. We have green arrows, so maybe this bullish trend will continue. Dow looks like it will open up about 53 points higher. Nas dk will be up about 8 points and the s p 500 up a little over 4 points. Back to you, mr. Kernen. Andrew, its a good week to have this unemployment report. Its right after the gdp report, which we dont know what to think. Anyway, forecasts are looking for 166,000 jobs. The Unemployment Rate is seen to hold steady at 7. 8 . And average Hourly Earnings are expected to rise 0. 2 . Well be looking at revisions, too, given that we now have a revised view of the last three months. The jobs report is always a closely watched one. We also had two or three really good thursday numbers, claims numbers, and then that reversed yesterday and made that look more seasonal. So it will be particularly important today following data which, as i said, showed a contraction, a surprise contraction, 0. 1 in gdp in the Fourth Quarter. Point of no return, i thought that was six. Nope. Kansas. What you probably dont know is its point of know. Know . Yes. I just found that out. I thought, why are we playing stixx if its kansas . I dont understand what it means, but it is so weve got phil e. Hart i think its Phil Edward Hart on. E. Hart. Whats the e for . Youre up on this. Youre ready to go. Its part of his name. No, kwquail is the biggest first cassette he ever bought, first disk, yeah. How much money do they make on one album . I was going to say 3 to 5 bucks the. And theyre on tour. Which makes boocoo bucks, too. Ive seen him a few times on tour, too. Theyre kind of wrinkly now, arent they . Im kind of used to that. British . No. Theyre from topeka. Oh, korea, kansas. I knew that. Exactly. Weve got kansas on this morning and well talk to them about the changing news of business in the last 40 years. But in our corporate headlines this morning, airbus has studied alternatives to leth yim ion batteries for its next jet, but so far, it is stand big the modern power pack. The airline says it has had time to deal with the issues raised by boeings dreamliner. Theres a strike authorization question on a ballot. The ballot will go to members next week and obviously an engineer strike could cripple production of the airline. Metlife is buying the largest chile pension business for about 2 billion. The senate has passed legislation to allow the government to keep borrowing money at least through may 19th. The measure postpones spending and tax cuts for at tleeft two months. The obama administrations decision on the Keystone Oil Pipeline wont be made until at least june. Thats according to a u. S. Officials. The projects has been pending for more than 4 1 2 years. Of course, weve had lots of debate about the pipeline even here around this table. Lets check on the markets this morning. The futures are probably going to be what steady as we go. Well see what happens at 8 30. But not bad so far. That would be getting back almost exactly what we lost yesterday. We lost about 49 points. And theres a lot of it was a great january, but then got that gdp number. Were warning, does it necessarily mean that the market has been wrong about the economy . Or was it the one off and was it, you know, some special factors that caused that shrinkage and does it get revised back up and subsequent reports . Ive heard a lot of places. This is the best negative gdp report. Well, if youre going to have to pick a negative one, this would be it. But there was a lot of good stuff. It doesnt startle the market at all when it came out. I dont know whether theyre whistling past the grape yard the mark was over a contraction, but not negative. They were looking for growth of 1 . So it was expected to be to go down. No one thought it would be negative. But if youre looking for 1 and you minus a tenth its off by one. You think its going to hit the Unemployment Rate . Theres a big debate. I have no idea. I it probably wont this time around plus one or zero is not a big difference. The reality is you need 3 gdp growth. Thats assuming that he needs an introduction. Youre right, he doesnt. This is miles nordell miles from nowhere. Ndc. I thought that was a home builder. There is an ndc home builder. Did you think about that when you when youre from toronto, you dont think about these things, actually. Okay. Am i doing these or are you doing these . You are. Lets check them out. Lets check out the oil markets. Suddenly, you know, here we are, 97 a barrel and thought greated with a big jan. Not really sure why. And gasoline prices are down in the low 3s. The tenyear everybody has been watching. We thought it would be over 2 by now and it is. It is over 2 . Half the people think its going down and others think its on its way to 2. 785 . One thing that i dont believe anybody anticipated is the oh, the yen is down sharply against all currencies. Morning. 92. And gold the last i looked was under 1700, but creeping back up, 1666. Okay. And global news, average home prices in chinas 100 biggest cities was 1 in january from december. And it marks the eighth consecutive marketing rise. Two other surveys show growth was weak and the economists caution the country could set a tradeback if trade or government weaken. Were here for a lot of reasons, but one thing we need to talk about for an advertising, guys, is there anything better to tuz on than the super bowl . No. And its gotten more important. Ite become the Academy Awards of advertising. First of all, viewership is up. About 111 Million People will watch it. Crisis is up more than 7 . More people watch the laugh time or the gain 12347. Yes. I always thought that was when everybody went to the bathroom. You go to the kitchen, you get a drink, you do all sorts of things during halftime. 3. 75 million for a 30second spot. People have paid over 4 million. Price of ads is up 60 over the last decade. Theyre also sold out almost a half a billion dollars of ads spend for this super bowl. There will be about 78 advertisers. And i think the most important thing is this new trend towards teaseres and contests and Online Activity before, during and after. So its not just the actual advertising during the game. About 42 of all tweets are actually about the ads. Is on ads have become an interactive activity that have become hugely popular. And its probably the most iconic way to reach a mass audience than ever before. For branding, i can see it. But after watching an ad, can you actually quantify a jump in sales for the products . Are you sure it happened and well, i think the critical thing is, is the different before, during and after. All these teasers. And creating an inducement for people to go into Retail Stores or dealerships. Doritos sales go up when they have a funny ad . Absolutely. Absolutely. We did a commercial for hulu. They happen very young at the time. Sales were up 66 over the next four months after one spot. It makes a big difference for a brand you dont know. Is it harder to measure for the big brands like a doritos . Anheuserbusch is a big advertiser consistently. Youre not going to move it transformationally. But it is a positive impact. I think what chrysler did two years ago with m m had a very profound impact. That was a good ad. Is there scuttlebutt around who has an ad that people will be talking about on monday . Well, i think theres a lot of celebrity now. You have kate upton involved in mercedes. Amy polar is involved with best buy. So that probably gets the most profile. Whether it has the most impact remains to be seen. Theres a column in adage that suggests ratings for this years super bowl may be the first that could drop based on ratings that have come down for the ten games in a postseason this year. Do you believe that . I dont have any reason to not believe it. But i think part of it is probably who are the participants. So the giants and the new england patriots, youd probably have higher ratings. If youre new england, San Francisco, but then im short but i will tell you that there is more demand that there is supply for advertising. I was thinking, how much do we spend advertising squawk box . Its a negative number, isnt it . You think we can come up with 7 7550,000 . Do you think a 30second spot would double our rating . No. But you have so much celebrity profile, but the social media aspect just different sports or whatever. It would focus on becky. It would not focus on you and me. Thats clear. I think the key thing we should focus on is to try and get you a million subscribers on twitter. That means id have to tweet. Well, we can get people to tweet for you. Think about Rupert Murdoch says the come woman didnt go through the hole because she was fat and then we have a deal for the next two weeks . I know i say things that shouldnt be in writing. But you put them on the air. But then near gone, mostly. But im telling you, if we could get you a million subscribers, i think it would have a profound impact on ive been on twitter for like, what, seven or eight months and im at about 200 tweets and most of them are retweets. How many followers do you have . Not that much. Sorkin has like he has a like a million. Half a million. Do you know the incredible stories of someone nos not advertising and having a great following . Ian. Absolutely. Hes amazing. And a lot of it is nice, who we saw drinking at the bar. Its sociology media. And those crazy clothes and spiked hair. And he puts pretty well, too. That might have built his brand a little bit. What are the ads that people fall in love with . Miles will be with us for the next hour. We also want to let you know about a news alert that is coming up. Ed koch, the former new york city mayor has passed away. He was a threeterm mayor in new york city, served from 1978 through 1989 and his policies were credited with saving new york city from almost certain financial ruin. There were some combative times that he went through, as well. He was a beloved mayor that did a lot when it kams to the financial names. He had been reported earlier that he was in intensive care this morning and they are just coming out with this news. Hes a giant in new york. I grew up in new york city when he was out mayor. Really . Yeah. Wonderful man. Wonderful man. Weve got much more squawk box to come as the countdown to the jobs report plus the earnings were going to get from mattel and why mcdonalds dollar mcdouble might be harder to stomach. Plus weve got the super bowl this weekend. And brian shactman, are you ready for some football . Im ready for some football, a little bit of food, maybe some wagering and some new orleans fun, guys. Well follow all of those things next on squawk box. [ male announcer ] you are a business pro. Executor of efficiency. You can spot an amateur from a mile away. While going shoeless and metalfree in seconds. And you. Rent from national. Because only national lets you choose any car in the aisle. And go. You can even take a fullsize or above, and still pay the midsize price. Now this. Will work. [ male announcer ] just like you, business pro. Just like you. Go national. Go like a pro. Lets go. [ male announcer ] introducing the allnew cadillac xts. Another big night on the town, eh . And the return of life lived large. Welcome back, everybody. U. S. Equity futures are indicated higher this morning,. We are looking at gains of close to 50 points for the s p futures. Up by 3. 5. You have that jobs report coming up and that could set the market for this first day of trait trading in february. Mattel earning 1. 12 a share. Mcdonalds popular 1 mcdouble cheeseburger is getting hard to sustain, at least keeping it at those prices. Rising beef prices have been threatening the companys price margins. The mcdouble is above 1 in places like los angeles. Well keep an eyen whats happening with some of these commodity prices. Right now, ill send it over to you. A buck. I cant believe they can do it for a dollar. I dont think theyre making enough money on that. In the meantime, lets get the National Forecast from alex wallace. I need to know whats going to happen this week jebd and in new orleans. New orleans is going to be looking pretty good. We have dry skies, temperatures will be pretty comfortable tkly for game time and for tailgates outside. So looking good in the big easy. Not looking great in the midatlantic. The good news is, it is going to be moving pretty quickly. Maybe an inch to two opinion sxabd the view and is right around the great lakes, all the great lakes are active at this point with lakeeffect snow coming off of ontario, erie, michigan, you name it. Weve got snow showers out there in place for us. That will be the case as we progress on through the weekend. One of the reasons why, the cold air over those lakes. These twt actual temperatures. 6 in marquette. But then we get to minneapolis, bismarck, these areas below zero at this time. Factor in just a little bit of wind and it feels even colder. Brutal chills in the air, near 30 below zero is what it feels like in minneapolis. Guys, back to you. All right, alex, were talking about you. You are a great guy, alex. Were talking about bobby here coming on later. But youre a good guy, too. And were glad to have you two days in a row now. Yeah, two in a row right now, were a few days away from super bowl xlvii. Im glad they wrote it out in normal numbers for me. Its like this long. It goes all the way around. Baltimore ravens taking on the San Francisco 49ers. We sent shaq not that shaq, the more famous shaq, brian shactman, so new orleans to give us the snapshot of the hoopla in morals. Brian, there may be a tailgater already. Have you checked . When we walked down there, but when you get up at 4 00 in the morning, most people are coming in from their night to the intersection of me getting up and putting makeup on is kind of amazing. The week has been bizarre, right . We have ray lewis and antler spray. Then you have a San Francisco 49er getting in hot water over antigay comments. Beyond the harbowl, average minutes want to know about the food, they want to know about new orleans and the prop betts. I thought id give a snapshot of my favorites, guys, as we go into this game. Harbaugh mentioned on tv the over under. 21 1 2. Im taking the over on that one. Caller for the gatorade for the winners, yellow is at 35 5 to 2 right now. Although i think the favorite is clooer or water. Im not sure which you know i would take for that one. Tweet per second, its 15,000. I would take the over on that one. And then theres the longest touchdown prop, its 46. 5 yards. Not that anyone cares, but i would take turned on that. Of course, the volume of food. You happen, commercials and food are where its at for people at home. 79 million avocados, 11 Million Pounds of chips. 1. 23 million rgz po portions o chicken wings. There will be fewer chicken wings consumed for this super bowl and then, of course, the 51 million cases of beer. The other thing i want to point out to you guys, new orleans, this is the first super bowl theyve had here. Post katrina, post bp spill. The europe dome mind me, the city invisited more than 1 million from hotels and casinos, museums. Ive been down here covering the spill and i covered hurricane isaac. In terms of the police and the presence here, theyre nervous about all the crowds coupleble with mardi gras. But the city looks great. Brian, when you were the thing about when you were in high school and you were playing hockey and given hard checks and hitding people, did you ever say to a National Audience, its hard for me to get up, get a shower, put a little makeup on and leave the house. Did you ever think you would say things like that to a National Audience . Theres things like that where i wonder where i come from you didnt even pause. I get up, take a shower and try to put on makeup and but down here, guys putting on on makeup, its not youre concerned. You need a little glitter. Well, my wife will text me after this and say i need a little more bronzer, that im a little pale. Well check back and that rovell guy did you a favor. You know who he discovered . Who . Oh, yes. Kate upton. Theyre buddies. They went to like a president ial dinner together. The white house correspondence dinner. She was 16. And i was like, oh, my god. Even kate upton gets because its was this big. Anyway, thank you, brian shactman. Well see you next hour. Go ahead. When we come back, it was the best january for the dow since 1994. Were going to check in with the trader and ask if the bulls can continue with the charge this month. Stick around. Well be right back. [ male announcer ] ive seen incredible things. Otherworldly things. But there are some things ive never seen before. This ge jet engine can understand 5,000 data samples per second. Which is good for business. Because planes use less fuel, spend less time on the ground and more time in the air. Suddenly, faraway places dont seem so. Far away. [ dog barks ] [ male announcer ] something